Kaiser Chiefs - Specialmoves
All killer no filler. Working with the Kaiser Chiefs, Universal Music and our friends at W+K London we’ve created the world’s first filler-free album. Or, strictly speaking, a site where fans can create their own version of the band's new ‘The Future is Medieval’ album and earn a £1 kickback for each one sold.
Rather than a soulless download from iTunes, The Future is Medieval site allowed fans to select their favourite 10 tracks from a choice of 20 using a playful Victorian steampunk interface, create their own artwork and download their own custom album.
Every fan creating an album could advertise it for sale to other people and receive a pound from the proceeds when anyone buys it. Our job was to make this exciting and groundbreaking idea happen - and make it an easy and enjoyable experience for fans.
From tech consultancy to scoping, from how to customise a digital album using custom ID3 tags to facilitating kick-back micro-payments via Pay-Pal: we did it all.
There were over 101,000 unique visitors to the website in the first 24hrs of launch, and the fans loved it. It seems the industry loved it too. So far we've won an Adobe Max Award in the ‘Disruptive Design’ category, first place for IAB's August Creative Showcase and a BT Digital Music Award for best artist promotion.
There are projects where what we create amazes users, and there are projects where incredible tech works invisibly in the background. In this case, the leg work really was behind the scenes. The press loved it, and many fans ended up buying 2 albums each to get the full set of 20 tracks. To quote one fan on Twitter: "Mind. Blown."